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The digital habits of Moroccan Internet users

By doing their research on Google and the major search engines, 30.3% of respondents say they do not differentiate between organic (natural) results and sponsored (paid) results.

In addition, 32.3% have a preference for organic results compared to 16.1% for sponsored results. Whereas for 22.3%, the choice depends solely on relevance.

Facebook, the most used platform

In terms of social networks, Facebook remains the most used platform among Moroccan Internet users (77%) followed by Instagram (36%), Snapchat (16.8%) and Linkedin (16.3%).

In addition, Snapchat and Twitter are relatively in decline in terms of use, in fact these platforms have been recently removed or deactivated by 13% and 11% respectively. On the other hand, Facebook and Instagram are the fastest growing networks.

Despite this strong use, more than half of the respondents do not follow any branded page (40%) or follow certain pages without interacting with them (16%) while 44% said they follow and interact with brands.

Newsletters and commercial emails

Only 20.3% of respondents confirm that they voluntarily subscribe to commercial or non-profit newsletters. While 45% do not open commercial emails, more than half are interested in the content of these emails and consult them first according to the offer (20.7%), organization where they come from (14.3%) and the title of email (13.5%).

Compared to commercial emails without permission, 37% of respondents say they are not disturbed and 26% just ignore them. By cons 15% report these emails and report them as spam, 12.5% ​​delete them and 9% completely unsubscribe from the mailing list.

Mobile Vs web

Moroccan users appear to be divided in terms of preferences over the means of interaction with favorite brands. While 51% prefer to do it through a mobile application, 49% prefer to go through their browser. However, nearly two-thirds of these users abandon the online visit if the brand’s website is not compatible with the mobile phone.

Indeed, the reasons for preference of the web interface to the mobile application are primarily related to the fact that the website contains more content/offers according to 21.8% of respondents, the fact that they do not consult them not enough frequently (21.8%), the protection of personal data (21.2%) and the lack of storage space on the phone (20.6%).

On the other hand, users preferring the mobile application to the web interface justify their choices first by the speed of the application (37.4%), the need to stay up to date thanks to the notifications (21.3%), the need to consult them at any time (19.1%), the opportunity to take advantage of exclusive offers (18%) and the high frequency of consultations (18%).

On the mobile, users prefer to see advertisements on social networks (23.7%), videos (13.9%), emails (13.9%), mobile applications (13.3%) and search engine results (8%). While 39.5% do not like advertising on any of these media.

With a slight difference compared to mobile users, computer users (desktop and/or laptop) prefer to see advertising on social networks (22.9%), videos (17%), emails (14.6%), and search engine results (7.7%).

In general, the most popular types of content, all channels combined, are video (24.1%), games (18%), illustrations (16.1%) and e-books (16%), articles (11.9%).

This study was also accompanied by a literature review that sheds light on the use of digital channels in building links with BtoB and BtoC targets, and the economic models and sectors that are developing on the digital economy. Africa and around the world, as well as the technologies that support them.

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